Gross Revenue Retention
Revenue / base / 6 to 12 months
What it detects
For the customer cohort a business already had at the start of a period, its recurring revenue is leaking through pure loss: contraction and outright churn among those existing customers, measured before any credit for expansion from the ones who stayed. A book can post healthy net revenue retention while its gross retention erodes, because upsell to a handful of accounts masks churn across the rest of the base. Gross retention is the read that exposes that leak, because it counts only what the business kept, never what it grew.
Why it matters
A business can post healthy overall retention while its existing customers are quietly leaving, because upsell to a few accounts masks churn across the rest of the base. Gross retention strips out that expansion credit and shows the pure rate of loss, which is the honest read on whether customers stay once they are won. When that read erodes, the company is leaking the base it already paid to acquire, and it has to win new customers just to stand still, which is a far more expensive and fragile way to grow.
Severity levels
- MEDIUM
- HIGH
Thresholds
- GRR_FIRE
- GRR_HEALTHY_LINE
- GRR_HIGH
Exact thresholds, formulas, and severity bands are omitted from this public view. The full methodology, with every figure, is available in the authenticated app.
When this signal does not apply
This is a labeled proxy on the same per-customer revenue history that net revenue retention needs and a general ledger does not record. Without that customer attribution the signal is reported as not applicable rather than estimated.
Sources
SEE IT ON REAL NUMBERS
The exact thresholds, the formula, and your own figures are in the authenticated app. See it against a real, simulated dataset for Integra Executive Services, our public demo company, or connect your own QuickBooks Online account.